Airline lost your luggage? One person was so annoyed that he paid Twitter $1,000 to promote his tweet about it across the UK and US leading it to go viral.

Hasan Syed used Twitter’s self-service ad platform to tweet about British Airways losing luggage on a flight from Chicago. The tweet received 76,000 impressions in a couple of days and was picked up by news sites including CNN in the US and ITV in the UK. Promoted tweets appear in feeds and can be retweeted by any Twitter users.

Syed, Twitter handle @HVSVN, followed up the tweet with a series of posts accusing BA of allegedly losing his parent’s luggage on a trip to Paris.

It took BA four hours to respond to Syed via direct message: “Sorry for the delay in responding, our twitter feed is open 09:00-17:00 GMT. Please DM [direct message] your baggage ref and we’ll look into this.”

A BA spokesperson said: “We would like to apologise to the customer for the delay in receiving his bag. We contacted the customer and delivered his bag yesterday.”

Syed, widely admired for the bold tactic, tweeted: “I got what I wanted. I win.”